Centre for Communication Impact (CCI)
READVERTIZEMENT: REQUEST FOR PROPOSALS
A project to produce a public awareness TV commercial in South Africa
NOTE: Those that already submitted are welcome to further refine their proposals and re-submit. Kindly indicate Re-submission in the Subject Line so we ensure we review the refined version. Otherwise, all previously submitted proposals will be considered.
With support from Vital Strategies, Centre for Communication Impact (CCI) is working with other stakeholder groups on a population level communication campaign on the problems of an unhealthy diet in South Africa. Fundamentally, the communication campaign aims to make the link between unhealthy food and the negative impacts on health. CCI Strategies seek to appoint an agency to provide production services for a national media campaign to be launched in January/February 2021. An experienced agency is required to manage the filming and post-production of a high-quality television commercial for a campaign that highlights the health harms of high content of sugar, fat and salt in packaged foods and illustrates the need for clear labels that reveal exactly what’s in our food.
1. PROJECT BACKGROUND
Obesity is a fast-growing issue with dire and life-threatening health consequences. Nearly one-third of the world’s population are overweight or obese, including more than 41 million overweight children under the age of five. Obesity is a key driver of noncommunicable diseases, which cause more than 70% of global deaths.
South Africa has the highest overweight and obesity rate in sub-Saharan Africa, with up to 70% of women and a third of men being classified as overweight or obese. Some 40% of women in our country are obese and one in four girls and one in five boys between the ages of 2 and 14 years are overweight or obese. Obesity is associated with a number of diseases including type 2 diabetes, heart disease, stroke, hypertension and certain cancers, which are among the top 10 underlying causes of death in the country.
The most economically active portion of the population are now living with diabetes and heart disease, placing strain on the workforce and driving up health care costs. Furthermore, the costs of managing the chronic diseases caused by obesity are a heavier burden on lower-income households.
Among the various underlying causes for rising obesity levels, is the increasing consumption of highly refined and processed foods high in fat, sugar and salt and sugar sweetened beverages. Over the years, South Africa’s dietary patterns have shifted from natural and basic diets towards Western diets which typically consist of ultra-processed foods which contain high levels of salt, saturated fat and sugar.
The fast-changing food environment has made it increasingly difficult for consumers to avoid buying unhealthy foods. The high number of product choices in stores, incomprehensible labels and aggressive advertising by the industry disempower consumers from opting for healthier foods.
The epidemic requires robust, policy-related preventive interventions to control the obesity epidemic. Some countries have laws and policies that enforce the application of front-of-package
warning labels on unhealthy foods and regulate the junk food advertising to children thus making the environment more supportive for heathier food choices.
- Increase public understanding that the high amounts of salt, fat and sugar in unhealthy ultra-processed packaged food they eat regularly can lead to obesity and other NCDs
- Increase public understanding that a major reason for them being unable make healthier food choices is because packaged food products don’t carry clear, warning labels
- Build public support for clear warning labels
- All adults aged 18-55 of LSM 3-8, most of whom are parents or caregivers, from low-middle socio-economic groups who purchase processed unhealthy food for themselves and on behalf of children aged 16 years and below.
- Individuals with the power to influence the food environment including policymakers in the health and education ministries, members of parliament, other stakeholders and food distributors (main actors along the value chain).
- Obesity in Low- and Middle-Income Countries: Burden, Drivers, and Emerging Challenges: https://www.annualreviews.org/doi/pdf/10.1146/annurev-publhealth-031816-044604
- Previous campaigns: https://whatsinmyfood.org.za
- Library of TV commercials: https://www.mediabeacon.org/obesity/
- South Africa Strategy for the prevention and control of obesity in South Africa (2015-2020): https://www.health-e.org.za/2015/12/28/strategy-the-prevention-and-control-ofobesity-in-south-africa-2015-2020/
Centre for Communication Impact (CCI), formerly known as Johns Hopkins Health and Education in South Africa (JHHESA) is a South African non-governmental organization that has been in existence since 2004, designing and implementing evidence-based strategic communication programs to drive social and behavior change. CCI designs, implements and evaluates impactful implement communication campaigns that seek to inform and educate the public about issues such as HIV, gender-based violence and non-communicable diseases as well as to promote the demand and uptake of different health and social services among South Africans.
All materials produced become the property of CCI.
2. AGENCY TASK
CCI requires an agency with expertise to use the outcomes of the concept testing study to produce a TV commercial and other campaign executions including but not limited to social media /digital and radio adverts.
The successful bidder will be expected to do the following:
- Study the concept testing results report to guide production
- Make minimal script changes to the most effective concept and address any content issues highlighted in the research
- Prepare a creative treatment for the TV commercial
- Once creative treatment for TV commercial is approved, they will commission and oversee production of TV commercial.
- Plan all activities related to pre- and post-production of TV commercial including location scouting, talent searches, wardrobe and video editing.
- Manage on-the-day production including ensuring a COVID19 safe environment
- Contract talent (as per CCI and Vital Strategies guidelines i.e. ensuring no conflict of interest, negotiating usage fees).
- Propose and produce campaign executions for other media channels including digital / social media out-of-home and radio.
- Obtain approvals and address any legal issues (there will be a separate legal review).
- Ensure all materials are delivered to stations, publications and posted online by material deadline.
- Coordinate the media buying agency to ensure seamless collaboration to meet campaign deliverables.
3. RFP DELIVERABLES
Your submission should include:
- A statement of why your agency would be a suitable partner for CCI (one page).
- Description of previous production work that is relevant to the health communication task required by CCI. Links should be provided to view examples online. (no more than 5 pages).
- Experience working with similar not-for-profit clients and your approach to this type of work (no more than two pages).
- Experience plus one or two examples of delivering high quality productions for small budget campaigns. (two pages).
- Experience of the proposed team that would be assigned to CCI (including film director, producer and account management). This should include Agency-proven capabilities to manage large TV production projects and a workplan that demonstrates availability to work on CCI account over October – December 2020 (two pages).
- Contact details for 3 referees (one page).
- Full rate card (one page).
4. FINANCIAL PROPOSAL
Please complete and submit CCI A2: Declaration of interest and restrictions at www.ccisa.org.za/sites/default/files/confidentiality_and_conflict_of_interest_declaration.pdf along with technical proposal. If you are unable to download it for whatever reason, please write to Pinky@ccisa.org.za to request a copy.
5. APPOINTMENT PROCESS
The suitable agency will be appointed through a 2-step appointment process involving a review and rating of credentials and cost schedules. The successful agency will be selected based on the professional merit, ability to deliver against project goals at the highest quality and within the scheduled time, and value for money. Based on the scores given, up to three agencies will be invited to meet with CCI staff. This meeting will be the final selection and confirmation of the agency to be appointed.
Submissions will be reviewed and rated based on the extent to which agencies demonstrate:
- An understanding of the challenge for CCI and obesity prevention in South Africa
- The extent to which their experience and capability complement the task
- Appropriate costs and fees
6. EVALUATION CRITERIA
Phase 1: Technical Evaluation
The evaluation of the technical part of the proposal will be on the basis of the candidate’s responsiveness to the application of the evaluation criteria and points system as indicated below. Each responsive proposal will be given a technical score.
|Originality & creativity of proposal (Assessed on other work done in the past)||40|
|Portfolio of work||35|
|Applauds & recognition||5|
|Experience in social / public health issues||20|
Phase 2: Pricing and B-BBEE Evaluation
Should the proposal be successful in the Technical Evaluation, the proposal will then be subject to evaluation based on pricing and B-BBEE criteria. Please note that our B-BBEE specifications include a diverse team with good female and black representation. Not just diverse management but also diversity within the team that will directly work on the account as well.
The following weighting of criteria will be used for the evaluation of the proposals:
Pricing 90 points
B-BBEE Points* 10 points
*Level 1 & 2 =10 points; Level 3 & 4 = 5 points; Above Level 4 & Non-compliant = 0
Phase 3: Location
Only suppliers who are physically based in South Africa will be considered in the bidding process.
TECHNICAL PROPOSAL AND CRITERIA
The written tender application should focus on the following aspects to qualify and be considered:
- Originality & creativity of proposal
- Use of visuals of CCI CI
- Shows understanding of what the Food Policy Project (FPP) is about
- Shows an understanding of who FPP’s target market is
- Portfolio of evidence
- Evidence of past work
- Current and past clientele
- Category, market segment or product experience
- Have prior experience working with client in the health advocacy sector will be an advantage
- Level of experience of staff who will work on Food Policy Program account including their CVs
7. CONFLICT OF INTEREST
8. SUBMISSION DETAILS
Please submit completed proposals to Pinky Makhaye (firstname.lastname@example.org) copying Nyiko Langa at Nyiko@ccisa.org.za by 17:00 on or before Friday, 20 November 2020
Queries and requests for additional information should be directed to Pinky Makhaye (email@example.com).
Please note: Questions and Answers will be shared with all agencies in the pitch process (to ensure that no one agency is unfairly advantaged)
NB: CCI will only communicate with shortlisted bidders and should you not hear from us within one month after the closing date, consider your applications as unsuccessful.